• Korean Journal of Human Ecology
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• v.23 no.2
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• pp.303-316
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• 2014

This study analyzed the effects of price perception and product attributes on brand loyalty and repurchase intention, and compared the differences in high- and low-priced cosmetic brands. Data were collected from female consumers in their 20s to 40s and a total of 411 responses were used for the final analysis. Findings were as follows. First, when comparing high- and low-priced brands, personal attribute and experiential attribute among cosmetic attributes, brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced. Second, all of three cosmetic attributes and P-Q/prestige were significant for high-priced brand loyalty, while experiential attribute, personal attribute, P-Q/prestige, and price consciousness were significant for low priced brand loyalty. Third, with respect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant for high-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personal attribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute to low-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmetic brands. The managerial implications for cosmetic brand marketers were provided.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.1
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• pp.125-134
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• 2008

Consumers' need for uniqueness reflects individual differences in counterconformity and related to the attitude toward brands as well as purchase behavior. To understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers' need for uniqueness and clothing interest on the brand consciousness, loyalty and purchase intention. Survey was utilized to collect the data and subjects were 271 college students. Measures consisted of five main constructs: Consumer's need for uniqueness, clothing interest, brand consciousness, brand loyalty, and purchase intention. The measurement and structural models were evaluated using PRELIS 2 and LISREL 8.53. Consumer's need for uniqueness was confirmed to have three constructs: creative, unpopular, and avoidance. The researcher tested Model 1 and developed five other models-Models 2 through 6-based on the results from Model 1 evaluation. The additional Models 2 through 6 were nested in Model 1. To select a best model, the researcher compared the value of chi-square, RMSEA, GFI, AIC, and ECVI. Since Model 6 also illustrated conceptually or theoretically reasonable relationships among constructs as well, it was finally selected as a best model. In the Model 6, the creative dimension of consumer's need for uniqueness had a negative relationship with brand loyalty, while the avoidance dimension of consumer's need for uniqueness had positive relationship. The unpopular dimension of consumer's need for uniqueness and clothing interest had significant positive effects on the brand consciousness. The brand consciousness was significantly related to brand loyalty and brand loyalty to purchase intention.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.45-71
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• 2006

Questionnaire data of 287 patrons of Tesco's Homeplus, Carrefour, Ermart, and Wal-rnart in the northern Daegu, Korea, using a structural equation model, were analyzed to investigate the hierarchical effects of values on discount store re-patronage intention as a measure of store loyalty, mediated by customers' evaluations of store associations. It was revealed that while customers' social affiliation value has a positive effect on store atmosphere evaluation, customers' self-actualization value has a positive impact on both after-sale service and employee services. It was also revealed that three associations such as access to a store, interior design, and employee services in their descending order have strong positive influences on the formation of customers' re-patronage intention. Theoretical and managerial implications are discussed in the conclusion.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.7
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• pp.1138-1148
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• 2010

This study examines the characteristics of the online child-rearing community launched by the voluntary motivations of consumers, and the effects of those characteristics on community loyalty and the intentions to buy baby wear via community sites. The study was implemented by a descriptive survey method using an online questionnaire. The sample consisted of 212 members of online child-rearing communities. The data were analyzed by frequency, factor analysis, and regression analysis. Results are as follows. 1) It was found that there were four major factors of online child-rearing community characteristics, such as attachment/pleasure, practical/economy, interaction, and information. 2) All four factors had significant effects on community loyalty. 3) The factor attachment/pleasure had no significant effects on intentions to buy baby wear, but practical/economy, interaction and information had effects upon those intentions. 4) Loyalty to the online child-rearing community had significant effects on the intentions of community members to buy baby wear via the community site. In addition, online child-rearing community members are interested in information regarding baby wear as well as its purchase; this is why baby wear makers should perform cost efficient consumer group segmentation in a timely manner. In addition, it will be effective for their marketing activities to target such consumer groups as segmented.

• The Research Journal of the Costume Culture
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• v.25 no.5
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• pp.682-693
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• 2017

The purpose of the study was to compare two different MBTI personality types by evaluating the influence of perceived risk on brand and store loyalty and purchase intention. 340 questionnaires were used for the analysis. For statistical analysis, SPSS 20.0 and AMOS 20.0 were performed, and frequency tests, reliability analyses and Structural Equation Modeling were used. The results of SEM analysis, confirmed that one question of brand loyalty and one question of store loyalty were inappropriate for this study. Thus, these two questions were removed and the research model was modified. To determine the goodness of fit of the research model, convergent validity was tested. Most items fell into the goodness of fit, and the average coefficient was fulfilled. According to the results of a path coefficient analysis for the Judging type, perceived risk has a significant influence on brand loyalty and brand loyalty also affected store loyalty. Furthermore, brand loyalty and store loyalty have a significant effect on purchase intentions, but perceived risk did not affect brand loyalty for the Perceiving type. Brand loyalty influences store loyalty and purchase intentions, but store loyalty did not influence purchase intentions. As a result of this study, it is concluded that considering consumers' personality types is critical to developing strategies that enhance brand loyalty.

• Journal of Digital Convergence
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• v.16 no.10
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• pp.399-407
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• 2018

The influence of SNS platform in the mobile environment has grown greatly. Among the various social networking services(SNS), this study analyzed the question of 311 women to investigate whether any difference exists between reliability of contents information, informativeness and playfulness as well as how attributes of contents information influence user attitude depending on the difference in type of providing information provided by "Innisfree" Cosmetics, the company account of Instagram. According to analysis, first, no difference exists between reliability of contents information, informativeness and playfulness depending on the type of providing information. Second, reliability and the playfulness of contents information influence purchase intention. Third, contents information "informativeness" and "playfulness" influence loyalty. Fourth, the "informativeness" and "playfulness" of contents information influence User Satisfaction. Considering such result, it is confirmed that the type of providing information provided by company does not influence account attributes and the "playfulness" of contents information is significant factor which influences all user attitude.

• The Research Journal of the Costume Culture
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• v.29 no.1
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• pp.87-102
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• 2021

The purpose of this study is to investigate customer satisfaction factors that affect customer loyalty and revisit intention, and the seven factors which comprise the marketing mix that affects customer satisfaction. loyalty, and intention to revisit. The purpose of the project is to propose a research model by testing the mediated effects of customer satisfaction and loyalty using mainly factor analysis, regression analysis, and mediation analysis. First the results showed that the marketing mix 7P factors influence customer satisfaction were identified as service delivery process, product, physical basis, and promotion. The factors that influence marketing mix 7P customer loyalty were tested in the order of service delivery, physical basis, product, and distribution. Second, the factors that affect customer loyalty were artists, service, and prices whereas the factors that affect customer satisfaction were tested in the order of service, artist, cosmetics, and price. Third, the factors affecting customer revisit intention were newly derived as treatment satisfaction, professionalism, and treatment products. Fourth, the relationship between marketing mix and customer revisit intention suggested that customer satisfaction and customer loyalty has a partial sale effect. It can be suggested on the basis of these findings that the effect of makeup service with marketing mix on customer revisit intention was analyzed and a new model was derived by analyzing the mediated effect of customer satisfaction and customer loyalty.

• Journal of Fashion Business
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• v.27 no.3
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• pp.1-18
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• 2023

The online shopping industry in China has experienced rapid growth, particularly in the infant goods sector, which is considered highly promising in terms of its growth potential. This growth can be attributed to the Chinese market's increasing economic power, the implementation of new policies concerning marriage and childbirth, changes in family structure, and evolving and diverse consumer demands for infant products. While the infant clothing industry has emerged as a significant player in the Chinese market, there is still a lack of sufficient academic research on the online shopping environment specific to China's infant clothing industry. The objective of this study was to explore the influence of online experiential marketing on brand loyalty and purchase intention among Chinese consumers of children's wear. The study findings indicated that the emotional experience, action experience, and relationship experience encountered by consumers during online interactions had a positive and significant impact on brand loyalty. Both perceptual experience and cognitive experience had a positive and significant influence on consumers' willingness to make a purchase. The study also revealed that brand loyalty had a positive and significant effect on consumers' purchase intention. The perception of online experiential marketing, brand loyalty, and purchase intention varied based on individual attributes, and gender was found to moderate the relationship between online experiential marketing and brand loyalty.

• 한국벤처창업학회:학술대회논문집
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• 2023.04a
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• pp.7-10
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• 2023

IT기술의 발전과 스마트기기의 대중화로 인한 정보통신기술의 눈부신 발전으로 온라인 플랫폼을 통한 식품구매 비중이 급격히 증가하여 온·오프라인의 경계를 없어지고 있다. 더군다나 COVID-19 팬데믹은 반조리식품, 밀키트 등 홈쿡(Home-cook) 온라인시장을 급격히 확산시키며 소비자 구매추세를 오프라인에서 온라인으로 완전히 바꿔놓는 전환점이 되었다. 이런 트랜드를 반영하듯 다양한 온라인 식자재 이커머스 플랫폼의 출현하면서 브랜드마다 각각의 차별점을 내세우고 있으나 경쟁은 치열해지고 차별화는 더욱 어려운 게 현실이다. 이는 기업이 소비자에게 일방향으로 정보 또는 상품 및 서비스를 제공 하는 수직적 관계가 아닌, 수평적 쌍방향 관계로의 발전으로 이어져 브랜드가 가지고 있는 가치에 대해 보다 정직하게 보여주어야 소비자의 신뢰를 얻을 수 있게 되었다(Kotler, 2017). 또한, 과거에 소비자들의 만족도가 높았던 서비스도 현재 환경에서는 소비자의 니즈를 충족시키지 못하는 경우가 증가하고 있다(조윤오, 2018). 이는 서비스에 대한 소비자의 기대와 니즈가 지속적으로 변화하고 있다는 것을 의미하며, 이에 따라 기업은 소비자들의 새로운 요구를 만족시키기 위하여 다양한 서비스를 개발 및 제공하는 것이 중요하다고 사료된다(김광재 등, 2011). 이미 높은 인지도를 가진 플랫폼일지라도 지속가능한 우위를 선점하기 어려운 상황에서 온라인 플랫폼에 대한 소비자의 긍정적인 태도와 재구매를 유도하기 위해 제품 본질 뿐 아니라 서비스 차별화를 꾀하고 있고 차별화된 포지션을 차지하기 위해 온라인 플랫폼에 대한 소비자 인식과 서비스 품질 요인을 측정하여 고객이 중시하는 요인에 집중하는 것이 필요하다. 이에 본 연구는 온라인 플랫폼을 통해 식자재를 구매하는 소비자의 꾸준한 방문과 구매를 유인하기 위해 어떤 변수의 영향력을 높여야 소비자 재구매의도를 증가시킬 수 있는지 방법을 모색하고 온라인 플랫폼 기업 및 스타트업의 경영전략 마련에 목적이 있다. 이를 위해 식자재 구매 플랫폼 품질속성, 서비스품질 정도,, 충성도의 전반적인 영향관계를 파악하는 연구 과제를 설정하고, 식자재 이커머스 온라인 플랫폼 이용 전반에 대한 평가를 실시할 예정이다. 이러한 과정을 통해 도출된 결과는 식자재 이커머스 플랫폼 운영 전략을 세우는데 유용한 자료가 될 것이라 기대하며, 기존의 온라인 식품구매 플랫폼의 서비스품질 요인과 소비자 행동 간의 관계를 설명하는 것과는 다른 새로운 시사점을 제공할 수 있다는 측면에서 의미 있는 연구가 될 것이다. 또한, 다양한 산업에서의 플랫폼 비지니스 모델 적용을 위한 전략 수립을 하는 데에 필요한 기초자료를 마련하고자 한다.

• Journal of Digital Convergence
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• v.16 no.5
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• pp.105-113
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• 2018

The purpose of this study was to find out the effects of the hotel using experience on customers' purchase and behavior intention. For this study, a total of 306 questionnaires among collected data for customers who hotel using experience at five star hotels located in Seoul from April 1, 2015 to April 30, 2015 was to ensure a valid sample. As a result of the experiments which conducted by factor analysis and regression analysis, it shows 1% level positive significant effects in purchase and continual purchase intention of "emotional experiencer", "physical experience factor", "continuous experience factor", and "superior experience factor", but it is 10% level significant effects in continual purchase intention positively effected continual purchase intention of "physical experience factor". Also, it shows 1% level positive significant effects on hotel customers' intention of reused, intention of suggestion, intention of recommendation of "emotional experiencer", "physical experience factor", "continuous experience factor", and "superior experience factor". From the study, it is expected to build hotel-customer relationship and brand level of awareness for activating customers' loyalty.